Game design looks set to the be nest frontier for generative AI. We've already seen Google researchers make an AI Doom recreation, and Tencent recently revealed initial researching into what could become an open-world game generator. Now Electronic Arts (EA), the video game giant behind Battlefield, The Sims and FIFA, has confirmed what we already suspected: it's going all in on generative AI.
At EA's Investors Day, Chief Executive Officer Andrew Wilson said AI has always been part of the company's creative journey. The company now has “over 100 active novel AI projects” underway as it aims to "accelerate how innovators and creators are building entertainment experiences leading to self-expression, content creation, curation, and instant gratification."
